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Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools

Author

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  • Spraggon, Donna I.M.

Abstract

There are more than 100 social media tools available to higher education institutions to reach potential, current and past students. Both students and institutions are making use of social media, however, the latter are typically not taking full advantage of what is available. In this paper, I explore best practices in social media as they pertain to undergraduate business schools. An examination of 20 business schools reveals a large disconnect between social media best practice theory and those practices observed. Building on the identified best practices, I have constructed a suggested model for social media for a business school undergraduate program aimed at recruitment, retention and alumni investment.

Suggested Citation

  • Spraggon, Donna I.M., 2011. "Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools," Working Paper Series 102264, University of Massachusetts, Amherst, Department of Resource Economics.
    • Handle: RePEc:ags:umamwp:102264
    DOI: 10.22004/ag.econ.102264
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